This month, I was asked to speak as part of a panel to a group of third year PR students at my alma mater, Western Sydney University, about a career working in a PR agency, what to expect, how I got here and what a day in my life looks like.
It’s so important to give students an idea of what opportunities are out there when they’re about to embark on a career in PR and communications. Thinking back, I had no idea about the difference between agency and in-house, or the different types of roles/careers available when I was ready to graduate – but I’m lucky I’ve landed where I am and have built the career I have working agency-side.
Starting my comms career in agency really gave me an idea of the sheer breadth of communications services and the different types of opportunities you could pursue.
Agencies are fast-paced learning grounds where you’re exposed to multiple industries, multiple client challenges and a diverse media landscape from day one.
In a single week at a comms agency, I might be pitching a story, analysing data, working on social content, developing a photoshoot brief or brainstorming a creative campaign – and usually that’s all for different clients. The variety is great if you like diverse challenges.
Your focus isn’t as narrow, with agency work requiring you to juggle different accounts and learning to switch communications styles and tones quickly. One day I could be working on content about a new excavator launch, the next I’m drafting social posts about biosecurity in ag.
Skills developed in agencies go beyond PR fundamentals too. I’ve learnt to hone my project management and client service skills on agency side, something I didn’t know I really enjoyed or was good at, along with my commercial acumen and creative problem-solving skills.
Many of today’s senior comms leaders started in agencies and their experience has meant they’re able to manage both the strategy and the detail – they can see the bigger picture while still being able to execute.
I wanted to remind these next-gen of comms practitioners that a career working in an agency can be so beneficial when you’re starting out, it builds such a solid foundation for you to learn, hone and grow your communication, management and commercial skills. You learn fast and can make impact quickly and it’s one of the best ways to build the breadth of skills needed for a solid PR career.
Alex Williams